August 1, 2014
Strong Results Against PBH Business Plan Continue
PBH Grants Update
Colors of Summer Contest Update
Party with PBH at Our Upcoming Celebration Event
Twitter Party Success
August Social Media Posts
Donor Recognition & New Donor Welcome: Your Support Matters!
The first half of 2013 continues to be strong and the second quarter was highlighted by excellent consumer website traffic, stellar media and social media impressions, strong industry support and involvement, and expanded outreach efforts with health professionals. The full report can be found on PBHFoundation.org. Key highlights include:
Web: Particularly noteworthy is the continued strong number of visits to the FruitsAndVeggiesMoreMatters.org website since the launch of the upgraded website in 2013. The monthly average visits continued to increase in the second quarter (Q2), topping the previous highest number of monthly average visits ever to the site in first quarter this year by 2%. Average monthly visits to the website (270K) are more than twice that of 2013 and new ‘opt-in' participants who receive our e-communications have surpassed goal for the year.
Media: Q2 was also very strong for media and social media impressions. Nearly 17 billion media impressions have been generated through print and electronic PR and communications efforts: surpassing the 2014 goal and 40% higher than all of 2013. Facebook likes have surpassed goal for the year (Q2=322K); twitter followers are at 97% of goal (Q2=39K); and Pinterest followers are 97% of goal (Q2=7.8K).
Industry: A new training grant program was announced in Q2, offering $25,000 per semester to encourage enhanced collaboration between supermarkets and university nutrition and dietetic programs with a specific emphasis on training dietetic interns to deliver grocery store tours. First awards to university programs will begin this fall. Additionally, PBH continued aggressive retail outreach including seeking ongoing support from retailers (current and prospects); hosting Business Exchange Roundtables with buyers and supermarket dietitians at the PBH 2014 Consumer Connection Annual Conference; and expanding outreach to independent retailers.
Health Influencers: PBH's outreach to roughly 20,000 educators and health professionals continues through marketing of education materials, websites, suggested social media posts, webinars, and the Fruit & Veggie Connection magazine. Plans are underway for the 2014 Supermarket RD Program at Fresh Summit.
Mom Attitudes: The 2007-2014 report on PBHFoundation.org Moms' Attitudes & Beliefs Related to Fruit & Vegetable Consumption was completed in Q2. Overall moms have made progressive improvements in several key markers over time. Specifically, 56% of moms self-reported in 2014 that they were “likely to purchase” a product when seeing the Fruits & Veggies—More Matters logo on it, up from 40% in 2009; 36% of moms surveyed are extremely or very motivated by the Fruits & Veggies—More Matters message, up from 24% in 2007; and 31% of moms are definitely aware of the Fruits & Veggies—More Matters logo, up from 11% in 2007.
In addition to PBH providing supermarkets and other members of the fruit and vegetable industry with various information, resources, consumer research, and marketing toolkits for the last two decades, PBH has also worked closely with supermarket dietitians for the last several years, noting the important role they play in helping to educate consumers on the importance of eating a variety of fruit and vegetables in daily meals and snacks. To continue the support of supermarkets and supermarket dietitians, a new Store Tour Training Grant Program was announced in May, offering $25,000 per semester to encourage enhanced collaboration between supermarkets and university nutrition and dietetic programs with a specific emphasis on training dietetic interns to deliver grocery store tours. The grant recipients for the Fall 2014 semester are:
The grant funding will be used to encourage enhanced collaboration between supermarkets and university nutrition and dietetic programs with a specific emphasis on training dietetic interns to deliver grocery store tours. The submission deadline for the Spring 2015 semester is October 1, 2014.
PBH also announced a Fruit & Vegetable Marketing Research Grant Program request for proposal that was recently distributed to a targeted group of university researchers, offering $50,000 in total funds for 2015. Research proposals must address methods to increase fruit and vegetable sales/consumption within the realm of marketing, social marketing, behavioral economics/psychology, or product placement. Proposal applications are due September 30, 2014. Proposals will be reviewed by a panel of marketers drawn from PBH's board members and academia.
The Colors of Summer contest is generating strong results mid-way through for PBH's social media platforms, particularly the Fruits & Veggies—More Matters Facebook page. A total of 54 plates have been submitted, and the posts about the contest have generated over 6,300 likes and 1,100 shares with a reach of 200,300. On Twitter, there have been 24 retweets over a two week period and 68 likes on Instagram.
We thank the following companies who participated in the contest by providing items for the winner's prize pack: California Strawberry Commission, Domex Superfresh Growers, Duda Farm Fresh Foods, and Stemilt, Inc.
Fruits and veggies are truly worth celebrating, and we are rockin' out country-style! Saddle up and join PBH for our all-new Celebration event on Saturday, September 6 at the Amaral Barn in Salinas, California from 6-11 pm.
You don't want to miss this country-themed event featuring ranch-style BBQ, fruit and vegetable chow, and grog served by the King City Young Farmers and Salinas Jaycees. After you get your fill of vittles at the food corral, mosey on over to the live auction – hosted by Wise Guys InterACTIVE Entertainment – to help PBH fetch some loot by bidding on top-of-the-line wines, adventures, electronics and other sundries. At sun down, we will heel-toe til twilight with country rock tunes by the ever-popular Money Band. So pull on your boots, we are fix'n to have a good ol' time in the heart of the Salinas Valley with produce industry friends!
The monthly Twitter parties, held the first Wednesday at 4:00pm EST, and the Twitter parties sponsored by members of the fruit and vegetable industry, are generating very strong results for PBH and the sponsor! Our #FullOFlavor party held on July 2 generated over 3,000 statuses and 5 million impressions. Close to 200 people actively participated in the party, with about 85% being consumers. Approximately 10 of the 200 participants tweeted with the #FullOFlavor hashtag over 100 times EACH during the 1-hour party. Additionally, many tweets were retweeted over 20 times each. The #FullOFlavor hashtag began trending at 4:15pm EST and continued to trend through 5:00pm EST.
The July 15 #EatCherries Twitter party sponsored and co-hosted by Domex Superfresh Growers also generated very strong results and was dominated by cherry-loving consumers. With almost 200 highly-active participants, the hashtag was used in over 2,000 statuses, reaching over 1 million Tweeters and yielding over 4 million impressions. The #EatCherries hashtag trended for 25 minutes and was highlighted by the sharing of cherry recipes, tips and jokes, and the declaration from many of the party-goers that they learned so much about cherries.
The August party will be held on Wednesday, the 6th at 4:00pm EST, #FamilyFeast. Family time is the best time! This time of year can become hectic with end of summer vacations and getting ready for another school year, so for National Family Month we are sharing tips and recipes to make your last few days of summer a memorable one! If you are interested in strengthening your Twitter presence and would like to learn more about sponsoring a Twitter party, contact the PBH Development Department.
Counting down the last days of summer? There's still enough time for a last minute vacation, firing up the grill, or any other outdoor escapade! Guide your fans through the summer with our social media posts!
PBH is pleased to recognize the following companies who have contributed their support of the Foundation from June 18, 2014 through July 16, 2014. Your generous contributions help support PBH's many activities to increase fruit and vegetable consumption. To find out how you can support PBH, and grow your business in the process, contact the PBH Development Department.
Returning Trustees ($10,000+ Annual Contribution):
Donors Who Increased Thier Annual Contribution:
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